Enterprise software sales flowing through hyperscaler cloud marketplaces led by AWS, Microsoft Azure, and Google Cloud are projected to climb from around $30 billion in 2024 to $163 billion by 2030, according to new research from Omdia.

This upward trajectory reflects a powerful shift: vendors and ISVs increasingly rely on cloud vendors’ marketplaces for distribution, while enterprises embed marketplace procurement into longer-term cloud spending strategies.

Key Drivers of Marketplace Growth

Marketplace as a Strategic Go-to-Market Channel

Rather than being a niche sales channel, hyperscaler marketplaces are becoming central to how software vendors reach customers. As enterprises lock into multi-year cloud commitments, marketplace budgets become a natural extension of that spend.

Channel Partners Remain Essential

Omdia expects around 60% of marketplace transactions by 2030 will flow through partners distributors, systems integrators, resellers helping customers navigate complex cloud offers and commitment models.

Rapid Growth in AI & Security Segments

Three categories are expected to dominate spending: Infrastructure Software, DevOps, and Business Applications (making up 63% of the forecasted total). Meanwhile, agentic AI (multi-agent systems) and cybersecurity are forecasted to grow even faster, with annual growth rates of up to 37%.

Implications for Software Vendors & Buyers

• Vendors must optimize marketplace readiness: Being listed is no longer enough. To succeed, vendors will need tools, pricing models, co-sell programs, and performance engineering aligned to marketplace demands.

• Enterprise procurement changes: Rather than viewing marketplace purchases as “leftovers,” buyers may integrate them into their core cloud negotiation and budgeting process.

• Partners get more strategic roles: Value shifts from pure license resale to orchestration, bundling across clouds, and managing complex fulfillment across platforms.

• Competitive pressure intensifies: Smaller vendors that miss marketplace momentum risk being edged out of deals by those that can deliver “click-to-deploy” software via marketplaces at scale.

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